What happens after a TikTok shutdown? Next steps for your social strategy if the ban affects your brand.
As a social media marketing agency, we understand that a potential TikTok shutdown can be a significant disruption for brands that have invested heavily in the platform. However, with the right strategy in place, you can effectively navigate this challenge and continue engaging your audience.
First, we recommend that you download all your TikTok data, including analytics and performance reports, comments and interactions, as well as follower lists. This data will allow you to continue analyzing past strategy performance and tailoring future strategies on other platforms.
You should also download all of your TikTok content without the watermark. This will allow you to re-use successful content in the future on any of the platforms that will be replacing TikTok’s place in the market share, including Instagram Reels, YouTube Shorts, or Facebook. Current reports, including a study performed by Jasmine Enberg and Minda Smiley, are predicting Meta and YouTube could capture a little over half of the reallocated American TikTok ad dollars; they predict that the majority of ad dollars (22.4%) will be funneled into Instagram, followed by 17.1% to Facebook and 10.7% to YouTube. Although this reallocation will not be instantaneous following the ban on January 19, brands should focus their strategies to align with these platforms.
A big priority should be reviewing current brand ambassador and influencer contracts if TikTok is within their scope. If TikTok is a large part of their deliverables, these contracts will need to be renegotiated and strategies shifted to other platforms.
Take advantage of the media buzz surrounding the ban, and create a video or series of videos addressing the shutdown and discussing potential new platforms. We’ve seen lots of people discussing apps like RedNote and Neptune as potential replacements for TikTok, but only time will tell.
Ensure your profile is directing your audience to where they’ll be able to find your brand after the ban. Update your bio to include Instagram or YouTube handles, and create and pin a video guiding your followers to these alternative platforms.
Finally, prepare your paid media initiatives, and set a contingency plan in place. Identify other social platforms or digital advertising channels (such as Amazon and Google ads) where your TikTok budget can be effectively reallocated, based on your audience’s demographic and content preferences.
While the looming TikTok shutdown may be an unprecedented time for those in the social media industry, it also serves as an opportunity to diversify your social media presence and re-connect with audiences in new ways. By being proactive and taking steps to strengthen relations with your community before the ban, your brand can continue to thrive regardless of the platform changes.
Resources:
TikTok Ban 2025: Meta and YouTube Stand to Gain 50% of Reallocated US TikTok Ad Dollars
Report by Jasmine Enberg and Minda Smiley
